The role of transactionality of mobile branded apps in brand experience and its impact on loyalty

Branded apps are gaining momentum in branding strategies, as they allow proximity to the customers and a great opportunity engage retain them. This paper aims fill existing literature gap investigate role of transactionality effect branded app experience on brand loyalty. A lab experiment compares fully transactional (i.e., commercial), semi-transactional freemium), non-transactional (free service-oriented) apps, while field study focuses impact app. The is explained via identification with brand, satisfaction perceived personality. Results show that actual physical both improve satisfaction, personality, brand. Furthermore, research highlights importance explain effects findings suggest managers should seriously consider creating non-commercial) because encourage creation stronger satisfy customers, increase customer loyalty toward